# Cola Consumption Loyalty Programs Coca-Cola's 'Bracket Refresh' Took Place During March Madness By Mishal Omar | Published 2017-07-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/bracket-refresh References: [marketingdive](http://www.marketingdive.com/news/coca-cola-loyalty-march-madness-scan-and-earn-game-2017/438146/) & [us.coca-cola](https://us.coca-cola.com/bracket-refresh/) During this year's March Madness, [Coca-Cola](https://www.trendhunter.com/trends/cocacola-onpack-promotion) launched a digital promotion titled NCAA March Madness Bracket Refresh that sought to increase brand loyalty for Coca-Cola and [Powerade](https://www.trendhunter.com/trends/it-takes-more-to-get-this-far) products. [Loyalty](https://www.trendhunter.com/trends/myweigels-streaks) members in the program were able to scan Coke and Powerade product codes on new items they purchased, which could be done with their phones or online. For each product scanned, members were able to earn a team in a digital tournament bracket game. Those who participated in the Bracket Refresh loyalty program were also able to earn "digital content, movie gift cards, online retailer gift cards, and an entry into sweepstakes." By using digital content to enhance consumer engagement, the Coca-Cola brand is seeking to target younger consumers who tend to be more open or exposed to digital marketing. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 33% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Digital Loyalty Programs:** Using digital content to enhance consumer engagement and increase brand loyalty. - **Scan-to-earn Promotions:** Incorporating scanning of product codes for customers to earn rewards. - **Targeting Younger Consumers:** Focusing on digital marketing strategies to engage younger demographics. ### Where This Applies - **Beverage Industry:** Leveraging loyalty programs to increase brand loyalty for beverage products. - **Consumer Goods Industry:** Implementing scan-to-earn promotions to incentivize purchases and enhance customer loyalty. - **Digital Marketing Industry:** Developing innovative strategies to target and engage younger consumers through digital content. ## Related on Trend Hunter - [Card-Style Game Soda Campaigns](https://www.trendhunter.com/trends/bottle-lotto-sweepstakes.md) - [Personalized Hydration Memberships](https://www.trendhunter.com/trends/gatorade-2.md) - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Energy Drink Loyalty Programs](https://www.trendhunter.com/trends/reign-total-body-fuel-1.md) - [Dynamic Basketball-Informed Marketing Campaigns](https://www.trendhunter.com/trends/ncaa-athletes.md) - [Loyalty-Based Rewards Programs](https://www.trendhunter.com/trends/nescafe-dolce-gusto.md) - [Basketball-Themed QSR Promotions](https://www.trendhunter.com/trends/arbys-3.md) - [Collegiate Esports Tournaments](https://www.trendhunter.com/trends/brag-house-1.md) - [Beer Brand Loyalty Programs](https://www.trendhunter.com/trends/club-peroni.md)